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A typical of Indonesia Mobile Users
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Subject : Mobile Users In IndonesiaYear : 2013
Overview
With number of population to 240 Million with 220 Mio Mobile Users Indonesia is Potential market for
mobile manufactures to win the mobile niche in Indonesia
Source Mobile Monday 2012
Overview
Nielsen survey Smartphone users in Indonesia Growth Potentially in 2012 and predicted will growing to 50%
38%
40%
13%
9%
Mobile Consumers Market
SmartphoneInternet Capable Mobile But Not SmartphoneNon Internet Capable MobileNo Mobile Phone
Base: Digital Consumer Report 2011, Online Indonesian 15+ (n= 2,062)
91% Own Mobile Phone
78% Capable Internet
Overview
Mobile Ownership Trends, by Urbanicity
2010 2011 2012
64%67%
71%
45%51%
55%
Urban Rural
N=3000 N=3000 N=3000
Capability
Graphic
PremiumLow End
FeaturePrice Design
Connectivity
Content Application
Product Variety
Matrix Consumers Chose Mobile Handset
ProcessingGames Brands
Value
VS
In the low market Class, Consumers chose smartphone because the price is cheaper but rich content, even Only Shortcut icon).
LOW PRICE PREMIUM PRICE
ACROSS THE MOBILE MARKET
Tier 1
Samsung Apple Blackberry HTC
Tier 2
Nokia HTC LG Nexian
Tier 3
Mito Cross
Level of Mobile Manufactures Awareness
Mature Young Beginner
This Positioning is also supported by Focus in Youth Area, even LG also put their products in Various Market.
* Dony Munaf, Head of Marketing Communication, LG Mobile Communiations Indonesia (Detik.com)
Mobile ShareMobile Manufacturer Share in Indonesia 2012
41%
17%
9%
7%
7%
5%
2%2% 1%
1% 1% 7%
Manufactures Share in 2012
NokiaBlackberrySamsungNexianSonny ErricssonCrossAppleLGMotorolaDopotHTCOthers*
Source Nielsen 2012 (http://megapasar.com/2012/04/12/lg-akui-tidak-siap-garap-pasar-ponsel-di-indonesia/)
the Mobile Consumers HeartWinning
* Dony Munaf, Head of Marketing Communication, LG Mobile Communiations Indonesia (Detik.com)
Hi
Low
Mobile Handset Migration
Feature Phone
Feature Smartphone
Rich Features Smartphone
2012
Feature Phone
Feature Smartphone
Rich Features Smartphone
2015
This Improvement also contributed by . . .
Feature Smartphone
Feature Phone
Rich Smartphone
Handset Traffic Forecast Based on Operating System
Who Are They ?
Personal Mobile Phone Access Most Prevalent Among Young And Most Educated
Percentage who report having a personal mobile phone
Total (N=3000)
Urban (N=960)
Rural (N=2040)
Primary education
or less (N=1254)
Secondary education
(N=742)
High school/
Vocational (N=904)
University (N=100)
15-24 (N=468)
25-34 (N=738)
35-54 (N=1285)
55+ (N=509)
63%71%
55%
41%
72%
89%99%
87%78%
55%
25%
Reported Smartphone Ownership, by Age
15-24 25-34 35-54 55+ All ages 15+
26%
16%
7%2%
13%
N=3000N=468 N=738 N=1285 N=509
SMS and Text Messaging Most Common Use of Mobile
SMS/Text messages
Social networking site
Accessed the internet
Sent a photo
Listened to radio
Rcvd. Info. by SMS from mobile operator
Downloaded and viewed a video clip
Downloaded or used a mobile app
Sent or received an email
Rcvd. news reports by SMS from other news organizations
Watched live television
97%
30%
27%
24%
22%
20%
14%
10%
8%
7%
5%
Base: Those who have a personal mobile phone N=2,083
Past Week Mobile Activities, by Age
SMS/Text
Social networking
Access Internet
Sent photo
Listened to radio
SMS info from mobile operator
Viewed video clip
Downloaded mobile app
Sent/received email
Received SMS newsfrom other news..
Watched live TV
100%
50%
46%
38%
31%
21%
24%
17%
12%
8%
7%
95%
12%
11%
12%
15%
20%
5%
5%
4%
7%
3%
30+ (N=2203) Under 30 (N=797)
Source : Gallup
Information Would Like to Receive Through SMS Without Any Cost To Individuals
News headlines about events in the
country
Health Advice Information on Crop or food prices
News headlines about world events
Weather reports Sports Scores
77% 77%
53% 52% 51%48%
Base: Those who have a personal mobile phone N=2,083
Source : Gallup
